Search Engine Optimisation Expert
Snapshot
Search engine optimisation experts increase the ranking of a company's web pages with regard to target queries in a search engine. They create and launch SEO campaigns and identify areas of improvement. Search engine optimisation experts may conduct pay per click (PPC) campaigns.
A search engine optimisation expert plays a crucial role in digital marketing. Your days will involve analysing website performance, researching keywords, implementing on-page and off-page optimisation techniques, and monitoring the impact of your efforts. You’ll be constantly adapting strategies based on search engine algorithm updates and evolving user behaviour. You may also manage pay per click (PPC) campaigns to complement organic search efforts.
- • Conducting keyword research and competitive analysis to identify opportunities.
- • Optimising website content, structure, and technical aspects for search engines.
- • Building backlinks and managing online reputation.
Where this occupation is in demand
Reported labour shortages and surpluses, by year. Published for occupation groups, not for individual job titles.
Figures cover Information and communications technology professionals — 75 jobs including this one.
In shortage: Bulgaria, Croatia, Cyprus, Netherlands and 2 more.
Longest-running shortage: Cyprus, 4 years.
Select a place on the map to see its figures.
About this source›
Source: ELA/EURES labour shortages and surpluses. Readings are published at occupation-group level, and cover Europe. Editions differ in annex layout and country coverage, so a change between years does not always mean the labour market changed. Countries in grey were not reported, which is not the same as being in balance.
What these words mean
The four things this section reports
- Reported demand
- Whether employers report needing people in this job — a judgement published by a national or EU body, not a count.
- Where it is heading
- Which way employment in this job is expected to move over the coming years, from an official projection.
- Openings
- Roughly how many openings arise — from growth and from people leaving the job.
- Typical pay
- What people in this job typically earn where the source publishes it. Blank does not mean unpaid; it means nobody publishes it for that place.
A measure is left out when nobody publishes it for that place, rather than shown as zero.
Which way the market leans for you
- In your favour
- More openings than people looking — employers are competing for candidates.
- Balanced
- Openings and candidates are roughly matched.
- Competitive
- More people looking than openings — expect to compete.
- Mixed evidence
- Sources disagree, or the same occupation group is short in one part and oversupplied in another.
Every source resolves to one of these four, so there is a single vocabulary to learn. What differs is the evidence behind it, which is printed underneath each verdict — a measured ratio of openings to jobseekers, or an assessment published by a national body.
How this job compares with other jobs in the same country
- Strong
- Among the strongest in that country
- Good
- Stronger than most jobs in that country
- Mixed
- About typical for that country
- Weak
- Weaker than most jobs in that country
This is a rank within one country, not a score you can carry across borders — the registers behind two countries count different people, so the same number means different things in each. It is also why a job can be among the strongest in a country and still show as Competitive: it leads the field in a market that is crowded overall.
Where these come from
Every figure is published by a national statistics office, a public employment service or an EU body, and each card names its source and the period it covers. Some places are counted monthly, others assessed once or twice a year, so two places on the same map can be describing different moments — the date is always shown.
None of this predicts one person’s chances. It describes a market.
Reported demand · Typical pay · Where it is heading (United States, Ireland, Australia, Malta)
| Reported demand | Typical pay | Where it is heading | |
|---|---|---|---|
| United States | Not reported | $78,760 2025-05 | +6.7% 2024–2034 · BLS 2024-2034 |
| Ireland | Shortage reported ELA/EURES 2022 * | — | +32.3% 2023–2035 · Cedefop 2026 * |
| Australia | Assessed as balanced Jobs and Skills Australia 2025 * | — | — |
| Malta | Shortage reported ELA/EURES 2024 * | — | — |
* Published for occupation groups, not for individual job titles.
U.S. Bureau of Labor Statistics (OEWS)
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Future Outlook for search engine optimisation expert
The outlook for search engine optimisation expert reflects a balanced mix of automation exposure and durable, human-led work.
How are these scores calculated?
The Resilience Score (0–100) estimates how structurally protected this occupation is from automation and AI disruption, based on task-level analysis. Higher scores mean more human-judgment-intensive tasks. AI Exposure shows the estimated percentage of task hours that current AI capabilities could affect. These are model-derived structural indicators, not predictions about individual job security.
How could search engine optimisation expert change as AI adoption grows?
Several task areas may shift toward AI-assisted workflows, so reskilling becomes more important.
Illustrative scenario based on task automatability — not a forecast. Values are rounded the further ahead you look.
Several task areas may shift toward AI-assisted workflows, so reskilling becomes more important.
Illustrative scenario based on task automatability — not a forecast. Values are rounded the further ahead you look.
Model-based estimate. Use it as a planning signal, not a guarantee.
Compare this to your profile
How AI may change this role
Deterministic, model-based interpretation of current role signals — not a guarantee of replacement.
What still depends on people
- apply social media marketing
- manage content development projects
- enhance website visibility
Where AI may become a co-pilot
- develop digital content
- use customer relationship management software
Tasks most exposed to automation
- perform online data analysis
- conduct search engine optimisation
- integrate content into output media
Vital Signs & AI Vectors
AI Exposure Vectors
0-100%Exposure to AI-assisted analysis, pattern recognition, and predictive modelling tasks
Exposure to workflow automation, decision-support software, and process digitisation
Exposure to content generation, creative augmentation, and large language model tools
Exposure to physical automation, robotics, and sensor-driven task displacement
Technical Details
NexFuture v3.0 estimates automation exposure natively from ESCO essential-skill groups, weighted by skill mass and calibrated against expert anchors. Scores are probabilistic estimates, not guarantees. See the NexFuture Methodology White Paper for full details.
Measures automation exposure. It does not measure pay, demand, or how many jobs exist near you.
What people in this role usually do
Digital Technology
A typical day as a search engine optimisation expert
09 09:00 · Morning manage content development projects
10 10:30 · Mid-morning integrate content into output media
12 12:00 · Midday apply social media marketing
14 14:00 · Afternoon conduct search engine optimisation
15 15:30 · Late afternoon develop digital content
17 17:00 · Wrap-up enhance website visibility
Task order is illustrative. Individual days vary.
What you need to do this work
The skills, knowledge and tools this role calls for — and the traits and rewards that come with it.
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perform online data analysis
Analyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.
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integrate content into output media
Compile and integrate media and text content into online and offline systems, such as websites, platforms, applications and social media, for publishing and distribution.
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develop digital content
Create and edit digital content in different formats, express oneself through digital means.
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use customer relationship management software
Use specialised software to manage company’s interactions with current and future customers. Organise, automate and synchronise sales, marketing, customer service, and technical support, to increase targeted sales.
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apply social media marketing
Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.
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conduct search engine optimisation
Execute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.
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manage content development projects
Plan and implement the creation, delivery and management of digital or printed content, develop a system that describes the entire editorial content development and publishing process and use ICT tools to support the process.
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provide written content
Communicate information in written form via digital or print media according to the needs of the target group. Structure the content according to specifications and standards. Apply grammar and spelling rules.
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enhance website visibility
Promote the website to users, business partners and search engines. Optimise the website exposure to search engines, send out emails, determine pricing and policies and conduct marketing actions.
keywords in digital content
The digital tools to conduct keyword research. The information retrieval systems identify the content of a document guided by keywords and metadata.
sales strategies
The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.
digital marketing techniques
The marketing techniques used on the web to reach and engage with stakeholders, customers and clients.
mobile marketing
The study of marketing which uses mobile devices as a communication channel. This approach can provide potential customers with personalised information (using location or time context) which promotes products, services or ideas.
- content marketing strategy
- social media marketing techniques
- web analytics
- behavioural science
Path to become a search engine optimisation expert
What it typically takes to qualify: education level, where it is a regulated profession, and where to study.
Bachelor's or equivalent level
772 programmes in 26 countries teach the core skills of this job. Plus 561 short courses that build single skills.
A few examples, taught in the language of this page:
Master of Science Digital Marketing and Analytics
Technological University of the Shannon · Ireland
Diploma in Digital Marketing
Atlantic Technological University · Ireland
Digital Management
Radboud Universiteit Nijmegen (RU) Faculteit der Managementwetenschappen · the Netherlands
Advanced Certificate in Digital Marketing
Mayo, Sligo and Leitrim Education and Training Board · Ireland
Lappeenrannan-Lahden teknillinen yliopisto LUT · Finland
Certificate in SEO, Search and Email Marketing
College of Management and IT (CMIT) · Ireland
These are 6 of 1,333.
Sources
- 1. Source: Europass Qualification Dataset Register (European Commission)
- 2. Bron: DUO open onderwijsdata
- 3. Source: Opintopolku.fi (Finnish National Agency for Education)
Growth Pathways & Similar Roles
Explore typical career progression paths, adjacent skills, and similar roles to plan your next transition.
Where does search engine optimisation expert fit?
Similarity scores based on skill overlap from ESCO data.
For organisations
The data on this page, working for your students, clients and staff.
Frequently asked questions
What skills are most important to succeed as a search engine optimisation expert?
Is this a career path suitable for someone without a technical background?
How does the role of a search engine optimisation expert differ from a digital marketer?
Is there a shortage of Search Engine Optimisation Expert in Europe?
How much does Search Engine Optimisation Expert pay in the United States?
Sources: ESCO O*NET ELA/EURES Cedefop BLS Data updated October 3, 2026 About our data